CMUThought Community Thought

In an attempt to use the new technology of Blu-Ray DVDs, Universal Studios and Progressive Direct Insurance are trying something new. In the release of ” The Fast and the Furious : Tokyo Drift” consumers will now be able to activate a calculator that will show in the right hand corner of the movie the actual cost of the damage that is happening to the cars. We have all wondered how much does it cost to total a Ferrari, well now we can see. This will be an attempt at brand and product placement in a new release that consumers can have turn on or off.
The calculator is labeled “Progressive Direct: Insurance Damage Estimates.” It is provides a new tool for companies to have product recognition along with product placement. Since the new Blu-ray discs will carry approx. six times the amount of data as regular DVDs this will afford studios and advertisers a chance to enhance the users experience while providing a brand experience. The question will be how many consumers will use and activate the extra features on the discs. DVDs now have those options of added footage, music videos and more with movie releases and it is not know the use of these features. With the consumer so fragmented these days, companies need to find innovative ways to remind or introduce services that don’t look like ads.